The Indianapolis journal. [volume] (Indianapolis [Ind.]) 1867-1904, 1887-08-30
DOCTORS AND ADVERTISING.
The Only Profession Which Protects Itself b,
Cast-Iron Code of Ethics.


Some persons who managed to get themselves
appointed members OF commission known as
the Illinois State Board of Health held a special
meeting last Thursday and agreed to withdraw
the license granted to two physicians to prac-
tice medicine. 1t is presumed that the mem
bers of this board satisfied themselves that
these persons were competent to practice medi-
cine before they granted them licenses. No
attempt was made to show that they we're
guilty of any immortality. Indeed. it adj
mitted that the only charge against them
'unprofessional conduct" which consisted in
informing the public through certain newspa-
pers that they were engaged in business at
certain place and of their ability to
riety of specified diseases under favorable condi-
tions. It is possible that these two doctors
possessed of knowledge and skill that are of
very great benefit to the people of Chicago. 1t
appears to be certain that some of their patients
believed that such the case.
The medical profession is the only ore that
has ever formulated code of ethics for the gov
eminent of its members. The members of the
clerical profession get along without a published
code of ethics So do lawyers. schoolmasters
and editors. ThGnnwritten law in relation to
what constitutes gentlemanly conduct appears
to be sufficient for their guidance. 1t was at
time held that the code of medical ethics
was agreed upon for the purpose of protecting
the public against imposition. But it is
very generally admitted that it was adopted
the laws of trades union, solely for the
good of the doctors themselves. This code of
ethics Is very long, and consists chiefly in re-
strictions. It denies to doctors the right ad-
vertise their business in the way that per-
sons do who engaged in manufacturing,
trade or transportation. It allows them to fix
sign meat, but not gaudy," on their house or
Office. and to publish simple card in a news
paper. But 1t prohibits them from referring to
the cures they have made or calling attention to
the diseases to which they give special atteu-
ton ana for the treatment of which they con-
slider themselves particularly qualified.
The enforcement of this rule may. and it Is
the public the very information it needs This
is an age or specialties. and hardly anyone sue
ceeds IN acquiring reputation in trade manu-
featuring, art, literature, science who does
not coufne himself to some particular branch of
the occupation he adopts. Every trade has be-
come SO complicated that few attempt to
master every branch of it. Years ago
a distinguished Englishman said: 1.-THE
aucents tried TO make medicine a science. and
failed; the moderns sought to make it trade,
and succeeded Sir George 81. B. Macleod
senior professor in the medical department. of
the University of Glasgow, in address to the
last graduating class of that institution, in
dorsed this statement. and called attention to
the fact that only one person IN three who took
a thorough course in medical instruction ever
snccesded in gaining paying practice. If med
iclne is but trade, why should it not be adver-
tised2 If conscientious doctor believes that he
generally cure any one of the numerous ills
THAT flesh is heir to, why should he not
nounce the fact to the world that IS in need of
this information!
The advertisement of doctor may smack of
humbug, like that of a merchant or manufact-
urer and If it Does sensible people will not be
likely to give it much attention. But how is
stranger in a great city to ascertain who is
good doctor" in case he wishes to call on to
treat certain disease. He consult di-
rectory in which he will find the of
eral hundred physicians arranged in alphabet
cal order, information being given of the
particular school to which any of them be-
long, of their experience. He ask
acquaintance. who will probably recommend
doctor who belongs secret society
with him whom he happened to call because
he was handy at a time when he had an attack
of some trifling complaint. Ordinarily he will
find much more difficulty in obtaining the kind
of doctor he wants than in ascertaining who is a
competent person to repair his watch to shoe
his horse
That doctors who have extensive practice
obtained it by some sort of advertising is ap-
parent. They did not obtain large patronage
by simply placing modest sign the door
of their house Office and allowing their
names to appear in the directory. 1t is likely
that they made themselves conspicuous before
the public III way. They managed to get
themselves connected with the faculty of
medical college, with hospital staff. with
a board of health, and in this way advertised
themselves. Observation shows that when
man who gets his living by the practice of med
icins writes piece for the paper" he invaria-
bly, adds an. D." to his name. Persons en- gagged
in other occupations do not thus advertise their
business No man not doctor displays his
business his visitng-card. expects it to be
announced when he is addressed.